Roz Purcell and Eric Roberts among influencers paid 375,000 in total to promote Irish tourist destinations this year

"Fáilte Ireland said it reviews each influencer's following, engagement quality, content style and alignment with its tone 'to ensure value for money'"

"Social media influencers were paid more than €375,000 by state tourism bodies to promote Irish tourist destinations to domestic and overseas audiences this year."

"The taxpayer money was granted to online personalities for tourism promotion amid a 6.4pc dip in the overall number of visitors to Irish shores this year compared with last year."

Fáilte Ireland reviews each influencer's following, engagement quality, content style and alignment with its tone to ensure value for money. State tourism bodies paid more than €375,000 to social media influencers to promote Irish tourist destinations to domestic and overseas audiences this year. The payments came from taxpayer funds allocated for tourism promotion. Overall visitor numbers to Ireland declined by 6.4% this year compared with last year. The influencer payments continued despite the drop in visitor arrivals. The promotional activity targeted both domestic and international audiences.

Read at Independent